Minor Details Are a Major Deal to Customers
June 2003

One thing we frequently bring up with our clients is the importance of differentiation. Your company should do at least one thing really well that separates you from your competition. We’re not talking “high quality” or “friendly service” here, though. It’s the smaller things that make your company unique in the eyes of your customers, and help to create long-lasting business relationships.

Here’s an example. Let’s say your customer service team makes it a point to place a follow-up phone call to every customer the day after they received their job, just to make sure everything went smoothly. That’s a nice touch, but it isn’t unique. However, it does provide an opportunity to do something better. Although most customers will (hopefully) say that your service was just fine, a few will have complaints or suggestions. Why not send a follow-up letter to each of these customers detailing what your company has done to address those suggestions? It’s the type of gesture that doesn’t sound like much, but can lock in a customer for years.

Don’t Ignore the Minutiae!

On the other hand, it's not uncommon for companies to overlook the minutiae of everyday business, and it’s easy to understand why. The effort involved in bringing work into the shop, getting it produced on time and distributing it properly leaves little time to worry about “minor” details such as polite receptionists and delivery personnel, or a clean customer waiting area. Every interaction customers have with your company impacts their decision to continue doing business with you. Good quality, friendly customer service and on-time deliveries are a given in today’s business environment. To forge long-lasting, mutually profitable relationships with your customers, maintain your focus on the little details that make a big difference.

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